Correspondence and Public Diplomacy .


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AL AKHAWAYN UNIVERSITY SCHOOL OF HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS STUDIES. Communication and Public Diplomacy. Prof. Dr. Mohammed Ibahrine . Introduction 1. International Relations and Public Diplomacy 2. US Public Diplomacy
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AL AKHAWAYN UNIVERSITY SCHOOL OF HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS STUDIES Communication and Public Diplomacy Prof. Dr. Mohammed Ibahrine

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Introduction 1. Global Relations and Public Diplomacy 2. US Public Diplomacy 2.1 Realist, unilateralist, transient state-focused worldview 3. German Diplomacy of Dialog 3.1 Idealist, multilateralist, long haul common society focused worldview Summary Structure of the Lecture

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Introduction After September 11, Americans detected the earnest need to speak with the world, especially the Arab and Islamic world Anti-Americanism appears to have turned into another popular expression in this day and age

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Introduction For researchers of worldwide governmental issues and universal political correspondence, 9/11 displayed a squeezing need not just to analyze the underlying drivers of this exceptional articulation of hostile to Americanism however to take care of America\'s picture issues by clarifying US arrangements and thoughts to abroad gatherings of people

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Introduction For some Americans, open tact won the Cold War In the fallout of the occasions of September 11, 2001, Americans approach producers, writers and academicians presumed that open strategy could defeat against Americanism, especially in the Arab and Islamic world The US political initiative reacted to this hostile to Americanism by an open discretion crusade to "win psyches and hearts," and in this manner make another asset for power in global relations

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Introduction Public discretion has turned into a practically undetectable element of contemporary worldwide legislative issues International governmental issues has been transformed into a field of contending news stories between media players It has been agued that the "way to accomplishment in WORLD governmental issues " is to know how to use WORD legislative issues or delicate power viably The media has gotten to be one of the focal players in worldwide legislative issues

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1. Worldwide Relations and Public Diplomacy International relations are seeing a move in the way nations deal with their outside undertakings The accomplishment of a nation\'s remote approach depends on the achievement of its open discretion Immediately after September 11, 2001 a few strategy producers, legislators and scholastics contended that during a time portrayed by the points of confinement of military power, open tact ought to be made an indispensable piece of US outside

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Soft Power In a Brookings Institution Report, researchers contended that "open strategy" is the "essential instrument" through which the US can tackle "delicate power" The expression "delicate power" was initially begat in the late 1980s by Joseph Nye, active Dean of the Kennedy School of Government at Harvard University

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Soft Power It has been characterized as "the capacity to get sought results since others need what you need. It is the capacity to accomplish objectives through fascination as opposed to pressure." It is likewise portrayed as "the most productive" method for power "as it doesn\'t require the utilization of drive or enormous budgetary adjustments to accomplish or maintain one\'s strategy destinations"

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Soft Power with regards to America\'s relations with the Islamic world, "delicate power/open discretion" has gotten to be key to the nation\'s "fight for the hearts and psyches" of the residents of the Islamic world It has been proposed even by realists that something ought to be accomplished for the "non-motor parts of the war"

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Soft Power For instance, Donald Rumsfeld , US Secretary of Defense, has spoken decidedly about the need to make a superior showing with regards to "concerning the nonmilitary parts of the test." Consequently, the Pentagon set up extraordinary workplaces to achieve open tact objectives

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CNN-EFFECT/Media Factor The significance of the media consider universal relations and discretion has ended up obvious Media scope of an occasion has significant ramifications for global relations As Madeleine Albright, previous Secretary of State, fought, "CNN is the sixteenth individual from the U.N. Security Council"

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CNN-EFFECT/Media Factor The capacity of open tact and broadcasting is the encounter of "an iron drapery of misconception" that isolates America from the Arab and Islamic world Aware of its declining picture among general society in the Arab and Islamic world, the United States was compelled to battle back with its own correspondence endeavors Americans have paid consideration on the part that media plays in nourishing universal clashes

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CNN-EFFECT/Media Factor The American "data edge" declared by Nye has not tackled America\'s picture issues However, during a time described by a data over-burden, consideration instead of data is the rare asset Communication has expected a focal place in people in general discretion worldview

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Realist, unilateralist, fleeting state-focused worldview The Bush Administration reported a program of open strategy to connect with the Islamic world The White House trusted that such an activity, in light of open discretion hones combined with showcasing mastery, would convey an exact comprehension of America to the Islamic world and in this manner diminish the potential for future clash Henry Hyde, the Chair of the House International Relations Committee, required the State Department to counsel "those in the private area whose professions have concentrated on pictures both here and around the globe."

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Realist, unilateralist, transient state-focused worldview The United States propelled an escalated advertising hostile at the State Department In October 2001, the State Department enlisted Charlotte Beers, a veteran Madison Avenue publicizing official, as Under-Secretary for Public Diplomacy and Public Affairs, with the principle mission of "offering" American strategies and perspectives to Arabs and Muslims According to her, open tact is "not by any means about promoting… it is about educating, drawing in and impacting key worldwide gatherings of people… to propel US interests and security and to give the ethical premise to US authority on the planet."

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Realist, unilateralist, fleeting state-focused worldview Nye recognizes three sorts of open tact all of which have parallel significance The main sort is every day interchanges, which includes clarifying the setting of household and outside arrangement choices The second sort is vital correspondence, which includes exceptional concentrate on specific arrangement subjects or activities The third sort is open tact through grants, trades, preparing and meetings

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Realist, unilateralist, transient state-focused worldview Nye\'s classification is valuable in comprehension the Bush Administration\'s favored kind of open tact actually, the Administration\'s first approach was to depend on communicating to send messages to the Muslim world

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Realist, unilateralist, transient state-focused worldview According to K. Tomlinson, the previous Director of the Voice of America (VOA), Washington concentrated on electronic media for three central reasons 1. TV has as of now turn into the most imperative medium in the district for news and data, since more than four out of five individuals get all or the greater part of their news from TV and they trust TV more than any of the other media channels 2. Satellite TV offers the opportunity to break the grasp of the administration over varying media outlets to advance pluralism of assessments 3. To win "all the more long haul and solid companions through the arrangement of exact, adjusted and dependable data."

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Realist, unilateralist, fleeting state-focused worldview also, there are different explanations for the US assurance to concentrate on communicating 1. There has been a telecom custom in American open tact 2. In the media age, the United States was resolved to battle media with media

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Realist, unilateralist, fleeting state-focused worldview As Joseph Nye watched, "the world\'s driving interchanges nation has demonstrated shockingly ungainly" in passing on its message Nye contended that US delicate power has been declining, on the grounds that large portions of its significant assets are outside the control of governments, and their impacts depend vigorously on acknowledgment by the getting gatherings of people

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Realist, unilateralist, transient state-focused worldview The practice of delicate power in the "Time of Al-Jazeera," when the US government is no more drawn out the sole player in the field of open discretion, has turned out to be progressively troublesome During the US association in Afghanistan and Iraq the genuine center of open tact was to shape general feeling in the Arab and Islamic world, as opposed to concentrate on the military intercessions themselves Al-Jazeera ended up being a noteworthy center of US open strategy endeavors, since it conveyed reports and discourses that helped supportive to impart American contentions and perspectives

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Radio: Radio Sawa On March 23, 2002, the US Broadcasting Board of Governors, the consultative gathering that manages media programs, propelled Radio Sawa, which signifies "together" in Arabic Radio Sawa is a 24-hours-a-day, 7-days-a-week benefit with 48 every day reports in Arabic being transmitted by different means

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Radio : Radio Sawa Radio Sawa show news, examination, publication remark, talk and music It not just conveys a blend of news announcements and prominent music, however gives a perfect access to American conclusion It for the most part plays music for youngsters, which makes its substance is overwhelming on popular music and light on news Radio Sawa\'s proverb is "you hear us out; we hear you out."

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Radio : Radio Sawa Radio Sawa targets youthful Arabs under 30, who constitute more than 50 percent of the populace in the A

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